Маркетинг менеджмент

Robert C. Blattberg, Gary Getz and Jacquelyn S. Thomas, Customer Equity: Building and Managing Relationships as Valuable Assets (Boston: Harvard Business School Press, 2001); Robert C. Blattberg and Jacquelyn S. Thomas, «Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles», в: Kellog on Marketing , edited by Dawn Iacobucci (New York: John Wiley & Sons, 2002).

124

Nora A. Aufreiter, David Elzinga, and Jonathan W. Gordon, «Better Branding», The McKinsey Quarterly, no. 4 (2003): 29—39.

125

Lanning, Delivering Profitable Value .

126

Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time ; Don Peppers and Martha Rogers, Enterprise One to One: Tools for Competing in the Interactive Age (New York: Currency, 1997); Don Peppers and Martha Rogers, The One to One Manager: Real-World Lessons in Customer Relationship Management (New York: Double-day, 1999); Don Peppers, Martha Rogers, and Bob Dorf, The One to One Fieldbook: The Complete Toolkit for Implementing a One to One Marketing Program (New York: Bantam, 1999); Don Peppers and Martha Rogers, One to OneB2B: Customer Development Strategies for the Business-to-Business World (New York: Doubleday, 2001).

127

Дж. Гитомер. Удовлетворение покупателя – ничто, покупательская лояльность – все. – СПб.: Питер, 2004. – 256 с.: ил. – (Серия «Деловой бестселлер»).

128

Technical Assistance Research Programs (TARP), U.S. Office of Consumer Affairs Study on Complaint Handling in America, 1986.

129

Karl Albrecht and Ron Zemke, Service America! (Homewood, IL: Dow Jones-Irwin, 1985), pp. 6–7.

130

См.: Frederick F. Reichheld, The Loyalty Effect (Boston: Harvard Business School Press, 1996).

131

Frederick F. Reichheld, «Learning from Customer Defections».

132

Reichheld, «Learning from Customer Defections».

133

Leonard L. Berry and A. Parasuraman, Marketing Services: Competing Through Quality (New York: Free Press, 1991), pp. 136—142. См. также: Richard Cross and Janet Smith, Customer Bonding: Pathways to Lasting Customer Loyalty (Lincolnwood, IL: NTC Business Books, 1995).

134

См.: Grahame R. Dowling and Mark Uncles, «Do Customer Loyalty Programs Really Work?» Sloan Management Review 3 8, no. 4 (1997): 71—82.

135

Thomas Lee, «Retailers Look for a Hook», St. Louis Post-Dispatch , December 4, 2004, p. A1.

136

James H. Donnelly Jr., Leonard L. Berry, and Thomas W. Thompson, Marketing Financial Services – A Strategic Vision (Homewood, IL: Dow Jones–Irwin, 1985), p. 113.

137

Из неопубликованной статьи: Lester Wunderman, «The Most Elusive Word in Marketing», June, 2000. См. также: Lester Wunderman, Being Direct (New York: Random House, 1996).

138

Peter R. Peacock, «Data Mining in Marketing: Part 1», Marketing Management (Winter 1998): 9–18, и «Data Mining in Marketing: Part 2», Marketing Management (Spring 1998): 15—25; Ginger Conlon, «What the!@#!*?!! Is a Data Warehouse?» Sales & Marketing Management (April 1997): 41—48; Skip Press, «Fool’s Gold? As Companies Rush to Mine Data, They May Dig Up Real Gems – Or False Trends», Sales & Marketing Management (April 1997): 58, 60, 62; John Verity «A Trillion Byte Weapon», Business Week , July 31, 1995, pp. 80—81.

139

James Lattin, Doug Carroll, and Paul Green, Analyzing Multivariate Data (Florence, KY: Thomson Brooks/Cole, 2003); Simon Haykin, Neural Networks: A Comprehensive Foundation, 2d ed. (Upper Saddle River, NJ: Prentice Hall, 1998); Michael J. A. Berry and Gordon Linoff, Data Mining Techniques: For Marketing, Sales, and Customer Support (New York: John Wiley & Sons, 1997).

140

Werner Reinartz and V. Kumar, «The Mismanagement of Customer Loyalty», Harvard Business Review (July 2002): 86—94; Susan M. Fournier, Susan Dobscha, and David Glen Mick, «Preventing the Premature Death of Relationship Marketing», Harvard Business Review (January–February 1998): 42—51.

141